AI native marketing | Online course: Build brand mental availability for zero-click behavior
Build the brand system that keeps you in buyers’ shortlists when AI answers their questions
Instructor: Louis Grenier, positioning expert & author
Advised Hotjar on brand positioning vs. Google Analytics, flipped a struggling business to $2M profit, and guided €30M+ ARR SaaS brands to stand the f*ck out.
Access existing audiences, develop distinctive assets, and develop a POV to grow pipeline with trigger-based strategies.
- Understand why traffic and channels are no longer reliable for pipeline growth.
- Apply co-marketing and personal branding tactics to access audiences where they already spend their attention.
- Create distinctive brand assets that make your brand memorable.
- Develop a clear point-of-view and design content strategies that build mental availability with buyers.
- Build trigger-based strategies to be top of mind.
Trusted by marketers at
Traffic is tanking. Pipeline is flattening. Channels are dying.
Search results now answer questions without clicks. Content gets buried by algorithms. Your reliable channels seem to be dying. The Borrow-Brand-Control (BBC) Framework shows B2B marketers how to build pipeline through brand mental availability (instead of chasing traffic that’s never coming back).
When AI search picks up your brand, make sure buyers remember you and put you on their shortlist.
Part 01: Overview
Discovery now happens across search, AI, social, communities, and peer conversations. The BBC framework (borrow, brand, control) helps you decide where to show up, build mental availability, and stay remembered when buyers create shortlists off-site.
- The zero-click reality
- Why brand is now make-or-break
- What is the Borrow-Brand-Control (BBC) framework?
Part 02: BORROW – Accessing existing audiences
Borrowing helps you earn trust faster by showing up where your ICP already pays attention. The focus is finding the right channels, partnering with the people behind them, and using co-marketing or opt-in personal brand plays to reach buyers without spamming them.
- Identifying where your prospects already spend attention
- Co-marketing approaches that stand the f*ck out
- Helping your team build their personal brands
Part 03: BRAND – Develop distinctive assets
Brand helps buyers remember you before they start comparing options. Repeated exposure, recognizable signals, and meaning-free assets make your company easier to recall, while category audits show where your branding blends in instead of standing out.
- Building a suite of assets that stands the f*ck out
- Three asset discovery methods
Part 04: CONTROL – Own the narrative
Control keeps your message consistent as your brand shows up across more channels. A clear POV gives your assets and messaging a shared direction, while the CHIPS framework helps protect your segment, guide decisions, and keep your positioning coherent everywhere buyers encounter you.
- Understanding buyer triggers in your market
- Developing a point-of-view that cuts through
- Content strategies that build mental availability
Meet your instructor
Advised Hotjar on brand positioning vs. Google Analytics, flipped a struggling business to $2M profit, and guided €30M+ ARR SaaS brands to stand the f*ck out.
Some of his accomplishments include:
- His podcast, Everyone Hates Marketers, reached more than 2M downloads over the last eight years, with more than 30,000 followers across platforms, competing with podcasts with huge budgets and deep pockets.
- His book, Stand The F*ck Out, pulled in over €30,000 in sales in just two weeks, and it’s rated 4.8/5 on Amazon.
- He’s advised companies like Dropbox, Phorest Salon Software, LatinUs Beauty, PTDC, Leadsie, 900.care… and helped Hotjar reposition itself to go toe-to-toe with Google Analytics.
- He helped Hotjar reposition from ‘all-in-one analytics & feedback’ to ‘behavior analytics,’ making it the complement to traditional tools like Google Analytics.
The next AI native cohort
One week. Three working workflows. Starts 10 November 2026.
Marketing Brain
One document every AI tool reads, so drafts start on brand.
Campaign engine
One brief in, a full campaign draft out, with sources you can check.
Reporting agent
A weekly summary of what changed and what to do next.
Build three AI native workflows you use at work, in a one-week sprint.
You build a marketing brain your AI draws from, a campaign engine that checks its own claims, and a weekly reporting agent.
This is what marketers said after our live workshops and courses
AI-Forward Marketing Executive
“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”
Growth Marketer | MBA | Product Owner
“What a great session, and what an incredible week at CXL… what I enjoy the most is this:
Being around curious minds, leaving inspired to test, putting ideas into practice. having conversations that sharpen your thinking, asking (a lot of) questions, sorry, not sorry…
The SEO + n8n session gave me a lot to think about… honestly, I feel like a machine.”
AI/B2B Marketing Programs
“Officially CXL Certified in Redesigning Marketing Workflows for AI.
A great deep-dive into building AI into marketing the right way… rethinking the workflows from the ground up.”
PR & Marketing | MBA
“How is AI affecting the role of a marketer? I have seen this question asked a hundred times and rarely seen a credible answer. CXL ran a webinar this week that actually delivered one.
It had a bit of a cold shower effect, just data and a clear-eyed look at where things are.”
Growth Experimentation | 500+ A/B Tests
“CXL changed my life. I’m not exaggerating, it actually did…
I got so deep in the content that a year later, in a completely unexpected turn of events, I was hired by Speero. Boom. Easily a 50x ROI right there.
CXL doesn’t mess around. They prioritize quality over quantity to make a real impact on your career.”
Here is what other marketers said
Need some more convincing?
Listen to this agency owner explain why he trains his team at CXL
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